A global communications initiative called ‘Project Phoenix’ was created to restore business/tourist confidence back to Asia.
Worldwide media communications campaign was rolled out to address negative and inaccurate publicity.
Engaged with Pacific Asia Travel Association (PATA) to spearhead the campaign.
> RM 60 Mil
Worldwide media coverage
> Crisis Awards
The campaign won Malaysia and International crisis awards
> International Coverage
For the first time the coverage included international media - BBC, CNN, TIME, Newsweek, The Times, New York Times, Bangkok Post and South China Morning Post with free print and television coverage